Photo: Just Drive She Said by Thomas Hawk. Wonderful! Thank you.

"Too many pieces of music finish too long after the end." Igor Stravinsky

"Whatever women do they must do twice as well as men to be thought half as good. Luckily, this is not difficult." Charlotte Whitton

"A poem is never finished, only abandoned." Paul Valery

Rabbit, rabbit

Half a loaf: The FCC issued rules for the 700MHz auction yesterday. Tom Evslin blogs First Impression - FCC Rules for the 700 MHz Auction. Google's Richard Whitt weighs in blogging Signs of real progress at the FCC. Cory Boles covers the story for WSJ FCC Backs Open Spectrum Access. John Markoff and Matt Richtel are on it for NYT FCC Hands Google a Partial Victory. The good news here is the commission has clearly favored open access to software and devices. To get into the auction you'll need the minimum reserve - $4.6Bil. The bad news here is if you want to play you've got to pay as the commission will not allow any reselling of the spectrum.

Smartest guy in the biz: No matter your opinion of his dead tree assets or his Fox News operation, one must give credit to Rupert Murdoch for being smart, very smart. As David Carr said in this morning's NYT "Note to other media moguls keeping track at home: Mr. Murdoch just bought the scorecard."

Can Murdoch Charge for WSJ.com and Give It Away Too? Good piece by Saul Hansell via NYT. Deal Will Test a Media Titan's Instincts Martin Peers, Suzanne Vranica and Stephanie Kang via WSJ

One day, in the not too distant future, when we are all plugged into and participating in the great information matrix, we will look with bemused astonishment at what we once called news. Michael Rosenblum - The Information "Explosion" First 08 candidate to engage Michael as an adviser gets ten IQ points.

Bonus: Go Deep, show 15 is now available. Download the cool webcast here. Bravo Bruce! Outstanding show.

Excuse me, Waiter! “I’m not going to say the word drunk. They were very happy. They were very excited.” As well they should have been. A wealthy gentleman nearby had been buying them their drinks, which included bottles of Montrachet, Cristal and Cheval Blanc. The total bill came to more than $7,000" Frank Bruni via NYT Fine Diner to Riffraff: Tipsy Tales of 4-Star Benders

Congrats & cheers: WSJ writers and editors for their excellent job covering the Dow Jones sale process. Truly, Pulitzer quality reporting. Dave Logan and crew on their launch of The New B973. David Faber on breaking and owning the Dow Jones story. Bob Hamilton on another great book in Miami. Youngsy, Dic Youngs, 46 years on the air in Des Moines, 42 of those at KIOA, a living legend of wireless, steps down from his pm drive show. He will continue hosting his Original Saturday Night Oldies Show on cluster-mate KRNT.

"Never lose a chance of saying a kind word. As Collingwood never saw a vacant place in his estate but he took an acorn out of his pocket and planted it, so deal with your compliments through life. An acorn costs nothing, but it may spread into a prodigious timber." William M. Thackeray

"Enthusiasm is that temper of the mind in which the imagination has got the better of the judgment." William Warburton

"It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair." Charles Dickens

Things to stop doing: One of three. Internecine selling. Too often sales managers are using competitive monitoring to drive silo switch pitching. This is one reason broadcast fails to gain share. Targeting non-broadcast requires work but the ROI is exceptional. Major dollars are being invested in print, out of home, FSI (deliverables), yellow pages, cable (local insertion), direct marketing and local online. Change the denominator. Rather than shares of silo - numerators - managers should stay focused on the market's aggregate ad spend. This is the important lesson GE learned in their medical products division. They were able to significantly grow their business once they looked beyond shares of single device sales and started to focus on the entire market of medical technology. Highly recommended - the outstanding George Hyde (RAB) presentation "How To Steal Money from Newspaper."

Congrats & cheers: Dave Logan joining Bonneville as programming chief for Seattle's KBSG. CBS Radio's Mark Knoller inducted into the DC Journalism Hall of Fame (SPJ); Terry Hunt of the AP, CNN's Bob Franken and Muriel Dobbin of McClatchy also so honored.